patrick_y
[PuristSPro Moderator]
33530
Lange is going the boutique route.
Lange feels that the brand is "lost" among multi-brand ADs and that ADs don't represent Lange especially well. They feel that ADs cannot explain the special-ness of Lange according to their surveys and analysis. I concur, all of my experiences at Lange ADs, I'm not impressed. I'd say the clients know more than the people selling them. Thus, Lange has decided to open more corporate run boutiques and some locally-partnered boutiques. It's a tremendous increase in fixed costs. But they feel that the customer will get a better experience. I wouldn't call it a profiteering move, as there's A LOT of RISK and a lot of fixed costs. But most ADs that I've experienced simply can't explain Lange watches well and I don't blame Lange corporate for heading this direction. And frankly, someone buying a Lange is on average more technically inclined than someone buying a Patek Philippe.
New ALS boutique open
It looks like the new Boston boutique is finally open. I’m not sure exactly when opening day was, but just checked the website and see it’s listed with hours. I wonder if anyone here has been there or spoken with anyone there yet? I’m curious to know if t...
I would not be surprised. In Canada where we have no boutique…
Lange started to restricted about a year ago the reference an AD could have and the ones that can only be sold at boutique. Now both AD left in the country are not even sure what will they hat from Lange, if anything…. So clearly they seem to be moving to...
Is that SC&L? Didn’t realize it was family owned. But they must have lost their status, they’re like across the street.
All of these changes are a little sad, but that is business.
Lange is going the boutique route.
Lange feels that the brand is "lost" among multi-brand ADs and that ADs don't represent Lange especially well. They feel that ADs cannot explain the special-ness of Lange according to their surveys and analysis. I concur, all of my experiences at Lange AD...
I know one example is just one example...
but I will be *extremely* surprised if the new Lange boutique in Boston does a better job at all that than the recently-dropped AD did!
It's a strategy that a lot of brands are embracing...
Think about it... Let's say a salesperson works at an AD and she cannot possibly remember all the facts and details about each brand, then she has several jewelry brands she has to learn, study, and remember too. Thus, the brands are realizing that the cu...
I was just gonna write the same
That SC&L did a good job repping ALS and the pieces they had there. I once walked in with my gen1 Datograph and the lady rep there immediately noticed it, knew exactly what watch it was, and proceeded to show me a number of interesting ALS pieces they had...
You may think that. I may think that. But does Lange think that?
And who knows, Lange may think SC&L did a great job. BUT, they may think that they can do an even better job themselves. What's wrong with that thought process? They want to take a huge risk, but they're doing it with the hopes of improving the client exp...
That makes a lot of sense…
For lack of better characterization, I regard Lange as a brand for those “in the know,” compared to Rolex or PP (which some may also debate), for example. And I agree that they were indeed “lost” at SC&L, whom certainly didn’t do a great job at selling me...
That business strategy is a unique one...
I would argue that almost no multi-brand store in the country has a great sales team that truly understands Lange. At least not as well as the average buying customer. It's such a special product. And the manufacturing process is so different than the Swi...
I am sorry, but Lange had amazing ADs representing them in both New York and Boston.
They supported the brand for many years and were the most knowledgeable ambassadors in the most difficult of times. They were shut down. And the answer is pure greed and nothing else.
It isn't pure greed. It's a tremendous amount of risk for a brand to take on such fixed costs...
You're entitled to your opinion. Absolutely. And I would agree that the stores in Boston and NYC supported the Lange brand for many years. But I would also say that the stores selling the product knew less than the average customer buying the product. Lan...
Thank you for taking the time to write a detailed response.
You are right that there are nuances and I am sure not every multi brand retailer was able to represent the brand in a knowledgeable manner. But my comment was referring to two specific ADs only, ones where many members of this forum started their Lange c...
Ok. Let's say you were referring to two ADs specifically...
Two ADs in Boston and NYC that you thought were very good. That's pretty micro to Lange. Where, Lange as a brand, needs to think of a worldwide strategy. Lange is thinking more macro here. They're thinking a whole worldwide sales strategy. Furthermore... ...
I always appreciate your wisdom, Patrick. I am curious...
... about Richemont's decision to have brands open their own boutiques rather than opening multibrand Richemont boutiques with say 3-5 Richemont brands (which might exist in other regions). I noticed that even the Richemont website highlights their number...
Richemont has always been this way...
I agree. I would like to see a multi-brand store. Swatch Group has the Tourbillon stores that sell multiple Swatch brands, why not something similar for Richemont? But this has always been something unique to Richemont. Richemont is unlike Swatch - Swatch...
I can visualize a Richemont shop-in-shop with Lange, VC, JLC, and Cartier...
Brands have distinctive DNA that gets lost when they're intermingled. The shop-in-shop concept is superior. I visited the Swatch Tourbillon store in Miami several years ago (which I believe closed) and recall not being especially impressed with the presen...
And now the final question...
Will the sales associate only sell in his specific "shop in shop" or will he be able to sell all brands? The brand wants a dedicated person. But the salesperson doesn't want the risk, they want to sell all brands. Thus, when a salesperson is limited, they...
Definitely all of them
Otherwise it's the horological equivalent of a mall food court. Very uncomfortable. And I finally googled "Balenciaga" and learned that they're a fashion company!
That's what the brands want...
Individual food court. They really want individual restaurants. A food court shares the same custodial staff and the same tables and chairs. Lange would want to use its furniture scheme and VC would want to use its own furniture too.
In this “shop in shop” hypothetical scenario…
the various brands are all ultimately Richemont brands, correct? Therefore, from a cost effective /economy of scale perspective, Richemont would want a salesperson to be able to sell any and all of the house brands…and to do so well, obviously. I can’t be...
So... Here's another thing you probably didn't know...
There are hundreds of Duty Free stores in airports run by DFS (Duty Free Stores) which is an LVMH company. LVMH's DFS-branded stores carry brands from all the major groups, including competitors to LVMH. In fact, many DFS stores carry tobacco products, Ri...
Love it…your points all nicely made. 👏🏼
A lot of food for thought came out of this thread. It’s a testament to this forum and the wide spectrum of interesting people that take part in it (but excluding myself…I’m still soaking it all in and learning).
We are all learning. At every level, we are all learning.
When Tiffany & Co. used an old MS Dos computer system (they only switched away from this system about 5 years ago), the salespeople had to be really smart with the computer. Moreover, they had to remember codes. You had to punch in codes and commands....
Multiple brands have decided to establish boutiques in Boston . . .
AP, Rolex, and A. Lange & Söhne. We will soon have a Patek boutique. Unfortunately, to your point, they don’t want to sell pieces! IMHO none of them respect true watch connoisseurs. I’ve visited the AP boutique multiple times. I’ve had no purchase his...
I have a feeling this strategy of just displaying and try, but nothing to sell is….
To let you have the perception of any watch is now scarce and difficult to get. When they offer you a two tone ladies one day and you’re jumping up and down, they have succeeded.
Don't forget Richard Mille!
Definitely the boutique in Boston with the most expensive nonexistent watches.
Yes… I know Rolex went to this try on approach
But it is funny that Lange is opening a boutique when there are no watches for sale. There is that other point about the workforce of adding knowledgeable folks but again nothing to sell. Of course I am still unsure of the limited output is due to less ou...
Disappointed that I'm hearing this first here
As a member of the Boston Lange collecting community I *might* have expected better
Lange overall is doing their best...
The transition phase is always a little messy. But introduce yourself to the team at the boutique. And register your watches on the Lange website.
I had actually emailed ALS a couple months ago asking when they expect to open in Boston…
but never got a response. But it’s a minor point, although a response saying we don’t know yet would have been meaningful.
Interesting news
Also being a Boston local, I did enjoy visiting SCL. More specifically, their watch salon was impressive, with a small area dedicated to ALS. Did not buy an ALS there, but did buy a new ALS strap for my u/d. The experience was excellent
Thanks for clarifying that they're not totally open yet! The person who called called it a "flagship" is mistaken...
I recently got clarification about this. Lange has 7 flagship boutiques - Singapore, Hong Kong, Tokyo, New York, Dresden, Shanghai, and Dubai. They are listed here . Supposedly, flagship boutiques will have access to rare and discontinued pieces.
I'll check in on Friday or Saturday
If they've fully open by then. I'll post updates if they've open.
Just note that the website suggests to call to make an appointment…
but it also says they’ll accommodate walki ins as they are able. I doubt there’ll be an overcrowding situation, but consider calling ahead if that’s the only reason you going to Newbury.
Oh wow, thanks for that update. Then perhaps getting closer, since at least they are listed on the website.
Hopefully they’ll announce a formal opening day soon.
Boutique is open!
For those saying why open a boutique without inventory, actually it is fully stocked. Tons of Lange 1s, Saxonias, Datgraph, even a titanium Odysseus for display. I think the only thing I missed seeing there was a Zeitwerk.
Very nice! Thank you for the update!
Do you know if they’ve been getting a lot of visitors? Great to know they have inventory. 👏🏼
Lange Boutiques vs Authorized Dealers
Sorry I am so late to this party! Lots of interesting and insightful points that I have enjoyed reading. I can add a few comments with regard to some points and questions earlier in the thread, based on my own experience. With regard to the (former) ADs i...